Saturday, July 31, 2010

I love how this slogan reinforces the notion of going beyond with a (quite literally) circular reference. And incorporating the round plate is the cherry on top! Too bad sundaes don't come on plates or else my commentary would've been just as on point (or on plate!) as this slogan.

Friday, November 13, 2009

Truth is, I don't mind this slogan. In fact, I like it. Only trouble is, the company doesn't do just one thing. As you can see in this ad, it does decks, stairs, patios, and porches. So while the slogan may be good... it ain't right!

Tuesday, June 23, 2009

As I covered on Good URL Bad URL, Oyster Hotel Reviews was launched yesterday by one of my close friends along with his brother, another friend of theirs (who ironically shares the first name of their 3rd brother) and some 20-odd employees. I brainstormed potential slogans with them and, although I did not come up with this one, I must say I like it. Their whole value prop. is that the site is independent and the reviewers go "undercover" (literally) at the hotels. Unlike some review sites that just swoop in, snap a couple photos and a rating or others that rely solely on user-generated content, Oyster Hotel Reviews actually sends professional writers to scour the grounds and sleep in the rooms.

With that in mind, this slogan really helps differentiate. While I was gung ho on finding a slogan that played off the Oyster name ("We've searched the ocean blue to bring the best hotels to you!" or "The World is Yours."), I do like the play on the "Been There. Done That." phrase -- shows they've done more than "it." It took the Oyster gang a good 6 months to come up with this one -- just goes to show, sometimes a slogan is worth losing sleep over.

Monday, March 9, 2009

This banner ad was originally submitted for Good URL Bad URL due to its Bad URL Display with the letters running together. But I was intrigued by its bold slogan. I'm curious what their criteria is for "unfit to date." And just what do they mean by "delete?" Seems a bit harsh. I've heard of people being rejected by eHarmony -- in fact, Chemistry.com was riffing off that in their TV spots. But being deleted altogether?! And just what do they say to the folks they delete? Sorry, you've been deleted -- don't worry though, there are plenty of fish in the sea... just not at PlentyOfFish.com.

Sunday, February 22, 2009

I'm finally getting around to posting the slogans from the Super Bowl ads. This one did nothing for me. It's not at all differentiated -- any brand can claim "It's more than just [product category]." This campaign could use a little more elbow grease.

I heart the Slowskys. The whole campaign really resonates. Goes to show a good slogan doesn't always have to say what the product does or what the brand's all about -- it can make its point simply by saying what the brand/product is NOT. Although, this technique won't work for everyone...

Nike: Are You A Quitter?McDonald's: I'm Not Hating ItATT: Less Bars is More

I'm all for emphasizing benefits in slogans. And what better benefit to drinking a Coke than feeling happy? That said, it's all just a bit too grandiose (and obvious) for me. Now, maybe if they were still using the original Coke recipe, I could get behind this one. As it stands, this one's just a bit flat.

I had never thought of the Chase brand as a verb so, at first, this slogan threw me for a loop. But after thinking about it, I thought it was pretty clever. In general, a brand should make you want to do something. Nothing says "do" more than a verb. It is a bit ironic, though, that a bank is telling you to chase what matters -- as if that were something other than money. Maybe what they're getting as is the thrill of the chase.

Now here's a practical, tangible benefit to drinking a beverage. Drink other beers and people will think you have no class. Drink Heineken and people will be impressed. Seeing as how beer is usually consumed in a social setting, preying on people's desire to improve their social standing is a great angle to play here. This slogan does not fall flat on it's Heinie.

I loved everything about this spot. Alec Baldwin in character as Jack Donaghy. The idea that a bunch of aliens are trying to turn our brains to mush. And the slogan's ironic punchline. The thing about it, of course, is that we would probably bow to the aliens before giving up our video programming. Hulu could do no evil with this ad.

Here's another slogan that's mired in delusions of granduer. Last I checked, it was cleanliness that was next to godliness -- not cell-ulous. This slogan doesn't speak to any unique sales proposition. And a mobile phone is not the type of product that's going to make a believer out of anyone. I beleive they missed the boat on this one.

Now here's a good tie-in between product and slogan. Similar to Monster, they picked a word that works on 2 levels -- characters is both a noun and adjective here. And, their shows are filled with them. This slogan is a real character-builder.

The Good/Bad Story

What started with a simple URL obsession has blossomed into an all-consuming marketing mania. As a marketing professional, my day job requires me to critically evaluate good and bad marketing ideas. For some reason, I decided to devote my nights and weekends to that same pursuit. Of course, in this setting, I get to pick the companies I assess and don't have to mince my words. So join me here as I set out to put my stamp of Good or Bad on every slogan, tagline, and call-to-action that flashes before my eyes (and camera lens).

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About Me

My name is Aaron Goldman and I'm a marketing junkie. My day job is CMO at Kenshoo, a global technology platform for managing online advertising campaigns. So, yes, I have a vested interest in Good and Bad Slogans.

Blog Archive

Are You a Slogan Snob?

Have you seen or heard any slogans so good they get stuck in your head for the rest of the day? Come across any slogans so brutal you wonder what the CMO was smoking when he or she approved it? Snap a pic and send it to me at GoodSloganBadSlogan@gmail.com and I'll post accordingly.

Slogan Best Practices

An effective slogan usually:1. States the main benefits of the product or brand for the potential user or buyer2. Implies a distinction between it and other firms' products - of course, within the usual legal constraints3. Makes a simple, direct, concise, crisp, and apt statement4. Is often witty5. Adopts a distinct "personality" of its own6. Gives a credible impression of a brand or product7. Makes the consumer feel "good"8. Makes the consumer feel a desire or need9. Is hard to forget - it adheres to one's memory (whether one likes it or not), especially if it is accompanied by mnemonoic devices, such as jingles, ditties, pictures or film sequences on televised commercials10. Sounds good

From Me...

An effective slogan usually:1. Is both timely and timeless2. Is universal -- retains its meaning in other cultures and translates well to other languages3. Is not interchangeable with other companies or products -- a good litmus test is taking the name of the brand out of the slogan and asking, "Could this be any company?"4. Makes you think, but not too hard5. Defines a new reality or way of life6. Inspires action7. Creates a social identity or conveys status8. Delivers the promise of transformation9. Humanizes the brand

Other Good/Bads (and 2 Bad/Goods)

Disclaimer

Please note: I'm a marketing guy, not a lawyer. I am not aware of any copyright laws I am violating by posting pictures of advertisements and slogans that are in the public domain to this blog. That said, if you own any of the trademarks I've posted and feel that I am infringing on your copyright, please contact me and I will remove any offending material promptly.